Snapchat offers multiple advertising options to suit different needs of tourism businesses. One of them is the Snapchat Sponsored Lenses. Different from Snapchat 3V Ads or Geofilter, Sponsored lenses is a more interactive and highly entertaining advertising methods which allows close interaction with users. It let users accessorize their selfies with goofy graphics, which is absolutely playful and appealing. If you are looking for a creative way to promote your new products or trying to attract more younger audiences, you may want to try out Sponsored Lenses.
What are Sponsored Lenses?
Sponsored Lenses offer a completely new take-on brand activation, providing special impressions as well as “play time” (the time your users spend playing with the interactive ad you’ve created).
Some international companies have run Sponsored Lenses Campaign successfully . According to Business Insider, 30 million snaps each day are now decorated with Sponsored Lenses. The advantage of this function is that it allows tourism business to target more visitors and closely interact with audiences. However, sponsored lenses could be quite pricy for small-to-medium tourism business. The Peanuts Movie campaign reportedly cost $750,000 for 24 hours on Halloween.
How does it work?
To activate Lenses, Snapchatters simply press and hold on their faces. Currently, a rotating selection of 10 lenses will now be available for free every day. Some Lenses options include prompts like “put your tongue out” to trigger an animation, adding a fun twist to the experience. And when you’re finished playing, it’s easy to send Lenses to a friend or post one to your Story. Due to technique limitation, currently, lenses are supported on some devices, such as iphone 4 (and newer) and devices with Android 4.3 and above.
Another good article may inspire you:
Baker, Dillon (2016). 4 Reasons Snapchat Lenses Are a Genius Ad Product. Contently. Retrieved from: https://contently.com/strategist/2016/06/01/4-reasons-snapchat-lenses-genius-ad-product/
Sponsored Lenses case study: Gatorade’s Super Bowl.
Gatorade tailored an animated filter on Snapchat, which allowed users to dunk a virtual Gatorade cooler over their video selfies. The Super Bowl Moment on Snapchat successfully drove 160 million impressions. That’s more than the 115 million who came to the game.
(Source: Sloane, Garett (2016). Gatorade’s Super Bowl Snapchat filter got 160 million impressions. Digiday. Retrieved from: http://digiday.com/brands/inside-gatorades-digital-ad-playbook-snapchat-facebook/)